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4,000+ Walmart locations in stock Follow your heart’s vegan cheese


Legendary vegan brand Follow Your Heart (FYH) recently expanded the distribution of its products to more than 4,000 Walmart stores across the country. The retail giant now carries FYH’s Cheddar and Mozzarella Fine Shreds and Grated Parmesan along with Original Vegenaise, American Slices and Smoked Gouda Slices. While Walmart previously offered FYH products, the expansion increases the brand’s presence in-store by about 80 percent.

“There are thousands of Walmart locations across the US, often in smaller cities that have few natural grocery stores,” Laura Sklov, FYH marketing manager, told VegNews. “This product addition to Walmart greatly improves the accessibility of herbal products and makes better options available to almost everyone.”

Follow your heart’s vegan legacy

FYH started out as a vegetarian cafe in Southern California in 1970 and became a retail grocery brand in 1988 with the introduction of the vegan spice Vegenaise. Now the brand offers a variety of vegan products including cheese, salad dressings, VeganEgg and more. To celebrate its 50th anniversary in 2020, FYH launched the dairy-free Feta Crumbles Cheese Alternative, a unique vegan cheese made from coconut oil. Earlier this year, FYH launched another unique product: Rocket Cakes. Rocket Cakes has been in development for five years and is a pourable vegan pancake and waffle batter that was developed in collaboration with the culinary experts and sisters Jenny Engel and Heather Bell (owners of the vegan company Spork Foods).

The launch of Rocket Cakes was also part of FYH’s strategy to develop generally accessible vegan breakfast products. That is accelerated by the recent acquisition by $ 40 billion food giant Danone. The multinational owns other vegan brands including Silk, Vega and So Delicious under White Wave Foods and has taken steps in recent years to launch its own plant-based brands. With the acquisition of FYH by Danone, the vegan brand can reach additional consumers and replace animal products with vegan cheeses, dressings and spreads.

“We are still in the early stages of our acquisition with Danone and are just starting to work together,” said Sklov. “We are very excited to be part of the Danone family of herbal brands and look forward to bringing more herbal options to customers everywhere.”

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